INSPIRED MARKETING
iGoDigital, an ExactTarget Company
Who We Work With
iGoDigital works with 8 of the top 10 online retail sites
The Engine…To Drive a Personalized Cross-Channel Experience
Explicit Feedback
Single View of Customer: iGo + Point of Interaction: ET
The Platform
hourglass New York
dark color palette
heels
clothing
Sara
designer
shoes black sale
flats
cocktail party
female
silk
abandoned
The Customer Profile
Recs + Email
Case Study: Online Shoes.com
Personalization + Email
Average Results – Abandoned Cart
Sent Emails 31,000 / yearly
Opened Emails 15,000 / yearly
Clicked Emails 3,600 / yearly
Converted Emails 400
Revenue With iGo: + $48,500
iGoDigital Metrics
Capture Rate 30%
Open Rate 52%
Click Through Rate 25%
Conversion Rate 12%
Abandon Cart Email
• Abandon Cart Rate about 70-75% • Only about 20% of IR1000 sending
abandon cart in 2012 • Why?
Abandon Cart Email
• Seems easy – A person puts something in the cart and doesn’t buy, send an email
• Challenges: • Web traffic work with your ESP? • Should you send an offer? • When to send the email? • How many emails to send?
Abandons can be quite different
• Male vs. Females • Males – typically compare prices then
abandon less • Females – Tend use the cart almost as a
wish list, and are more sensitive to S&H costs
Offers and incentives can be very competitive
• Forrester found about 85% of people abandon because of either S&H costs were to high, or they were not ready to buy.
• 36% of consumers said they would not buy unless they had free S&H.
• 47% would not buy without a promotion
Cadence
• About 60% of purchases are in the first 3 hours average for IR1000
• First email within 24hrs (40% Revenue) • Second email within 48hrs (9% Revenue) • Third email on day 4 (34% Revenue) • Fourth at day 7 (17% Revenue) • Different for different retailers
Subject Line
• Customized subject line increases the
open rate • Use the name of the product in the
subject line • If you are making an offer leverage that in
the subject line • Vary the subject line between sends
Offers
• About 41% of the IR 500 offer some discount in message 1 and 56% in message 2.
• Typical: • Free Shipping • 5% off • 10% off
• Discount Ladder • Expire discounts in timeframe
Personalize the content
• Personalize the content by using the person’s name
• Use the image of the product abandoned in the email
• Link back to their cart • Include related items or other
recommendations with prices • Include rating and review information in
the email
A couple of thins about Check Out
• Ask for email first in the process • Don’t surprise people with hidden fees
during the checkout process • Keep the number of pages small in the
checkout process
Test Everything
• Your setup will need to be different • Starting point can be based on common
best practices • Adopting testing as part of the process
Start!
• Most important thing is to get started as soon as possible
• Even basic campaigns can recover lost opportunities and increase revenue